Multi-Sport. Water Sports. Trail Running. They are all terms we have heard associated with outdoor footwear. You will hear a lot about them in the coming weeks, but you will also need to get used to one more that will be used widely at Outdoor Retailer Summer Market this year Hybrid. Add to the mix an expanded focus on color and we have the makings of a very exciting presentation from the footwear folks this year.
While the term has been most widely used over the last few years to describe more eco-friendly vehicles that utilize both electricity and gasoline, the term is utilized most widely for Spring 2006 to characterize footwear that is developed for versatility and multi-use from the trail to the stream to the bike. Based on the reception from retailers so far, expect product that meets the broad needs of the end user to take center stage on the retail floor next spring.
The 2004 Summer Market established the Performance Watersports category as a key business opportunity that came from two different directions, with some of the companies coming at the product from their traditional position in boat shoes (Sebago, Timberland, Sperry), while others came at it from their roots in water sandals (Teva, Keen, Bite). And some companies that had no real history in Water Sports footwear came at the new product from their own angle, utilizing elements that set them apart on land.
The Watersports category will still be the key focus for this years market as the footwear companies capitalize on the success of the product at retail this year. The category provides a platform for the development of product with strong technical attributes and the required functionality for activity close to (or on, or in) the water, but the footwear that made its mark this past spring at retail certainly appealed to the all-important casual consumer as well. Either that, or the market has recently been flooded with skyrocketing sales of sail boats, kayaks, and canoes, a trend that has clearly not been reflected in the sales figures at retail.
Based on data compiled by SportScanINFO, sales of Boat Shoes at retail were up nearly 39% for the year-to-date period through July versus the comparable period last year. The Specialty channel more than doubled versus last year and Sporting Goods stores saw the cash register ring up 55% more sales in the Boat Shoe category this year versus the 2004 YTD period.
The interesting part here is that the category fell in Department Stores, the channel that has supported the category more on the casual use end of the spectrum.
The SportScanINFO numbers appear to indicate a slow start to the Sandals/Watersports season that was also reflected in the sales numbers posted by some of the vendors that rely more heavily on the category. Still, the SSI data indicate that Sandals/Watersports sales rose 42% for the YTD period, with the last month showing a 53% increase once the weather dried out and temperatures rose across the country. The Specialty business saw sales nearly double for the YTD period, while Sporting Goods rose 13%, and Department Stores increased 43% for the period. Unfortunately, the continued strength of the flip-flop phenomenon and the liquidation of slow-moving sandal inventory fueled the most growth in product under $35.00.
Look for fresh new ideas in the Watersports category this year from the usual suspects like Helly Hansen, Keen, and Teva, but look for a few new entries as well.
Keen will introduce their first Neoprene water shoe for Spring 06 simply called the Water Bootie. The Bali is the latest entry in the slide category for the brand, a feat they first accomplished last year when they developed a solution for marrying the three point concept with their ubiquitous toe protection design.
Montrails expanded Slackline collection will include the MAUI slide, with custom heat moldable, comfortable CTX foam and a supportive fit in the arch. Stretchy straps help keep these slides on your foot. And look for a new boat shoe offering from The North Face called the Philter, which features the Hydrotrack no-slip, non-marking outsole.
The North Face will also have an expanded emphasis on Trail Running this year. Johnny Hawthorne, director of footwear sales for TNF, said the brands new Enduras XCR BOA product was the “single most innovative product in the market” for Spring 06. The shoe, which features a Vibram outsole and Gore XCR, will highlight the use of the Boa Lacing System, which is probably best known for use in snowboard boots and cycling shoes. The North Face has an exclusive on the Boa system for Trail Running for Spring 06.
adidas will need to find its way in the outdoor segment next year without any collaboration with its current sister company, Salomon, which was acquired by Amer Sports this year. While everybody is worried about water, adidas will focus on air, or the circulation of it to provide the user with a cooler ride. The ClimaCool Cardrona is designed to circulate air around the entire foot while in motion, keeping the runner's feet dry and cool during intense exercise.
Keen steps out this year with a real head-turner in the Ochoco trail runner. The shoe features a quad density midsole system that the company said “provides the support and structure necessary to cradle the foot for long runs on uneven terrain.” The shoes asymmetrical eyestay flexes with the midsole, providing pinch-free forefoot flex for a more comfortable ride. All the tech speak aside, the looks of this product will certainly set the tone for other trail product in Keens portfolio.
New Balance will showcase two new trail runners for Spring 2006 at Summer Market. The new 907 is a stability shoe and is described as a “technical off-road trainer designed to provide cushioning and stability for the ultimate off-road enthusiast.” The new 809 is part of the all-terrain segment of New Balances trail running category, designed for both the trail and the road. Montrail describes its Highlander trail runner as a racing flat that is not flat, with a sculpted shape throughout the upper, footbed, midsole, and outsole to give barefoot-like fit and control.
While each company is offering their versions of the perfect product for specific use in the water or on the trail, it is the proliferation of the Hybrid product that has garnered the most attention for next spring.
Jay Steere, global director of Timberlands Outdoor Performance group, said the consumer is looking for more versatility than ever before, which is the primary reasoning for the companys Transition Series. The product is designed to meet the needs of the user for hike, bike, or paddle.
Timberlands Hydroscape product, which is part of the new series, is “specifically designed for paddlers who also like to explore on land.” The shoe is constructed with hydrophobic leather and quick-drying leather/mesh uppers and features an exclusive Vibram outsole for exceptional traction on smooth surfaces or uneven terrain and has drainage holes built into the toe. Steere said the Trailscape shoe has received the best reaction so far. Trailscape also features an exclusive Vibram outsole and has a forefoot plate designed to flex while running and remain stiff while pedaling.
The Timberland Company will also debut a new brand at Summer Market that is clearly designed for this Hybrid market. The brand, Miôn (pronounced my own), is expected to give Timberland a solid entry into the technical watersports footwear market, but with features that provide stability and function for the trail as well. It will ship in March 2006.
The new brand was the brainchild of Martin Keen (yes, that Martin Keen). He is under a long-term consulting contract to design and develop the line for Timberland. He will also receive royalties under the deal.
The brand that continues to carry Keens name is still seen as a leader in the Hybrid category, with the initial design of the sandal to keep sticks and other trail objects from under foot exploding into a full range of product that works well across conditions. Keens Selway is part sandal, part running shoe, and blends innovative design, performance and technology, a true hybrid that also features a quad density midsole for an exceptional ride. The Humboldt adds a full stretch mesh bootie to provide enhanced protection to help keep out rocks, twigs, and sand found off the beaten path.
Chacos new Unaweep outsole combines the best design features from Chacos Colorado and Terreno outsoles to create a new hybrid. Combined with Vibram durability, the Unaweep is ready to tackle trail, sandstone, or submerged conditions and is also virtually self-cleaning thanks to a new lug pattern and spacing.
adidas Outdoors offering is the Waterra ST, which they describe as a “versatile trail running sandal, with a few things on its mind.” The shoe/sandal is meant to dry fast, stay cool, and feel comfortable. The ST provides what everyone hopes to provide in the Hybrids: Great traction, support, and protection of a rugged trail runner, with the look and freedom of a sandal.
At the end of the day, it really does come down to versatility of the product. It still remains to be seen if the consumer will toss out three pairs of activity-specific shoes and replace them with a single Hybrid pair, but the market is betting that the user will instead see this as an enhancement to product they already use for a particular sport or activity. They may not need to bring along another pair of shoes for the trip, but were betting they still do.
